One year after the market launch: EDEKA Group and CoffeeB draw a successful interim balance and expand product range diversity

EDEKA Group meets the taste of German coffee fans with CoffeeB, the world's first "capsule-free system"

23-May-2024

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A well-rounded offering: One year after the market launch of CoffeeB, the world's first system for more sustainable coffee capsules, the EDEKA Group is continuing to revolutionize the German coffee market. With CoffeeB, the group has succeeded in capturing decisive market shares in the highly competitive German single-serve coffee market and establishing itself as a trendsetter for environmentally conscious coffee enjoyment. Now the diversity of the product range is being further developed. CoffeeB is cooperating with the traditional Italian cult brand Illy. The result is two espresso roasts with 100% Arabica beans. EDEKA and Netto Marken-Discount have also launched the new CoffeeB Barista varieties Espresso Supremo and Lungo Crema. Over the course of 2024, the retailers plan to surprise their customers with further exciting and delicious varieties. With a 360-degree campaign across all channels, the coffee innovation is now gaining even more visibility and presence in the media and among consumers.

In Germany alone, more than three billion coffee capsules are used every year for coffee, cappuccino or espresso, generating 13,500 tons of waste from aluminium, plastic and paper*. To prevent this packaging from being created in the first place, the EDEKA Group has been using a revolutionary coffee system since spring 2023: instead of conventional aluminum or plastic capsules, CoffeeB uses small balls of pressed roasted coffee, which are only surrounded by a garden-compostable protective layer - it protects against oxygen and aroma loss. With this patented product innovation, EDEKA and Netto Marken-Discount, which sell CoffeeB exclusively in German grocery stores, are offering their customers a more sustainable option when buying coffee capsules. The retailers are now expanding their product range: Intenso Espresso and Classico Espresso from Italian coffee specialist Illy are two new aromatic espresso varieties being added to the range.

360° campaign with innovative formats

Parallel to the further development of the product range, EDEKA and Netto Marken-Discount are also putting the spotlight on the capsule-free coffee system in terms of communication. Under the motto "CoffeeB - the roundest taste in the world", a campaign was launched in mid-May across all communication channels. The centerpiece is the "world's first round TV commercial" - here is the link to the commercial. It humorously showcases the moment of pleasure, ease of use, quality standards and sustainability benefits of the CoffeeB system. In addition to the TV commercial, the campaign will be accompanied by large-scale advertising in stores, flyers, advertisements, billboards, online advertising and on the social media channels of EDEKA, Netto Marken-Discount and CoffeeB. It's all happening here: during the campaign period, customers can benefit from various special offers relating to the Coffee Balls and CoffeeB machine. With currently up to ten different types of coffee in various strengths, every coffee fan will find their personal favorite - new in the range: the barista creations Lungo Crema and Espresso Supremo.

More sustainable coffee range

The CoffeeB system is part of the EDEKA Group's more sustainable product range strategy to further reduce the consumption of resources. CoffeeB replaces conventional capsules with pressed coffee balls, which are coated with a thin protective layer of plant-based material to protect the aroma. The residue left over after the brewing process is completely compostable - and can be used as a home flower fertilizer, for example. Particularly sustainable and confirmed by Stiftung Warentest: The associated "Globe" machine is largely made from recycled materials and is particularly energy-efficient. It also has a modular design so that individual components can be replaced as required.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

https://www.yumda.com/en/news/1183525/one-year-after-the-market-launch-edeka-group-and-coffeeb-draw-a-successful-interim-balance-and-expand-product-range-diversity.html